Young’s Seafood is launching gluten-free fish fingers in the UK in a move the company said aims to attract new shoppers to the segment and take gluten-free products to mainstream consumers.

The company is rolling out gluten-free cod fish fingers and gluten-free omega 3 fish fingers, both with an RRP of GBP2.50 (US$3.53). 

Announcing the news, Young’s said it wants to “inspire new shoppers” to try fish fingers, which, according to Kantar data, already have a 53.3% household penetration rate. 

With around one in six UK consumers now actively avoiding wheat and gluten, according to Mintel research, the country’s free-from sector is buoyant and is valued at GBP500m.

Young’s CEO Pete Ward said: “With more and more consumers turning to gluten-free products, Young’s Seafood is responding to this trend, providing more options and new innovation. This is a great example of the innovative new product development and brand development we have in the pipeline, working to attract new shoppers to our brand.”

The line will be available in Asda stores from 27 February before rolling out to other stores in March.

Click here for an our in-depth look at the opportunities in Europe’s gluten-free sector, published last summer.